Magazine article Screen International

freeform.London Acquires Firebelly

Magazine article Screen International

freeform.London Acquires Firebelly

Article excerpt

New combined agency to be based in Old Street and headed by Tony Roberts [pictured].

Integrated agency freeform.London has acquired agency Firebelly and the new larger agency will be based in Old Street, London.

freeform.London will now work across AV, digital and print and boast 2D and 3D animation teams, more diverse digital and social media teams, a sound booth and four edit suites.

Entertainment specialists freeform have recently worked on ZombieU for the new Nintendo Wii U platform. Firebelly worked on the home entertainment TV campaign for The Hunger Games.

Guy Meyer, MD of Firebelly will stay on for a 3-month period and then retain a Non-Executive Director role within the new company. Meyer said: "Having founded and run my agency for nearly 20 years, it means a lot to me to transition to a new strategic role within a larger agency and for my team to have an exciting future ahead for themselves. I have a huge amount of respect for freeform. …

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